Digital Content Marketing

Book Summary - 12 Guiding Principles of Content Marketing

By Dr Agata Krowinska

DOI: 10.4324/9781003346500-13

Summarising the chapters of this book, the following 12 guiding principles provide a roadmap to marketers who seek to implement content marketing into their marketing practice.

1. Content Marketing can only be successful if content is in some way of value to the targeted audience. To increase the likelihood for this to occur, the audience must be clearly defined so that content can be created to match or fit with the target group's interests. Importantly, content marketing is not the same as advertising – therefore, its focus should be on the benefits that campaigns with each individual piece of content offer. Content signals brand personality ...